when mitt romney says, i like to fire people, that revealed a mindset. when he talked about 47%, it revealed the mindset. >> that one sound bite that we can then play over and over and over again. >> but what steve said is they're so scripted, well, they're not so scripted until they're not. okay. and they don't script their ad libs. okay. and the ones that get in trouble with etch a sketch, that wasn't romney, but it was one of his people and the others who get in trouble like hillary rose, they make these gaffes or the candidates go off message and start ad libbing and they are not prepared to do that and it's the one sound bite that you're looking for. >> well, that's true. don't look at me looking for it. but it's driven, right, howie, by social media. so many people are dual screening and twitter is 140 characters and you want to be snappy and you want people to think, they're clever. you take big bird and binders full of women and you run with it. >> i was at the second presidential debate and i had my head down that binders full of women trying to